To change perceptions and give truckers pride, we came up with ‘The Art of Hero Truckers’ – a campaign that create meaningful truck designs telling real drivers stories - so they can carry it with pride in every road.

We sent one of Thailand’s top illustrator on a hitchhiking trip to listen to real truckers’ stories and find the inspiration to create new artworks for their trucks.

Using the beloved classic Thai movie poster style, the illustrator secretly painted the truck and later surprised the drivers with it.

We then launched the story on social media, targeting both truckers and motorists. And also a film on TV, on truckers’ favorite shows.

The campaign became the brand's most successful in Thailand, receiving more than 18 million impressions and 70K engagement. Thousands of positive comments from both truckers and the public flooded in. ‘Hero trucker’ became a common expression in the news. Most importantly, it has inspired a new trend for more meaningful truck painting in Thailand.